The Future of Sportainment

SportzLab is a next-generation, multi-format sportainment destination redefining how people play, watch, compete, and connect through sport. Designed as a flagship experiential anchor, SportzLab seamlessly blends technology-driven sports, immersive entertainment, social dining, gaming, and digital engagement under one roof.

Launching in the GCC with flagship locations in Saudi Arabia, SportzLab is built for global scalability through strategic partnerships with leading developers, including Cenomi Centers, and premium urban destinations worldwide.

Our mission is bold: to build the world’s leading multi-sport lifestyle platform, exporting Saudi-born innovation to the global stage.

Built for Developers. Designed for Scale.

SportzLab solves a critical problem facing modern retail and mixed-use developments: how to activate large-format space and keep people on-site longer.

• 30,000–50,000 sq ft experience-led anchor
• 250,000–350,000 annual visitors per site
• 3+ hour average dwell time
• 2–3x revenue per sq ft vs traditional retail
• Year-round, 7-day activation
• Flexible, modular design that evolves over time

Unlike single-sport concepts, SportzLab is multi-sport, modular, and future-proof, allowing new experiences, digital layers, and seasonal programming to be continuously introduced.

SportzLab is structured around five interconnected verticals, designed to attract families, Gen Z, millennials, corporate groups, gamers, and sports fans alike.

SportzLab Social

The heart of the experience.
A high-energy social hub combining immersive large-format screens, elevated F&B, and live sports viewing with interactive brand activations. Guests move seamlessly between dining, watching, and competing—driving long dwell times and repeat visitation.

SportzLab Active

Tech-enhanced courts and movement zones for football, basketball, fitness challenges, and community play. Built to encourage participation, competition, and social connection through sport.

SportzLab Xtreme

An adrenaline-fuelled zone developed in partnership with Limitless Flight, offering next-generation adventure simulations—from indoor wingsuit flying to bungee experiences—all delivered in safe, high-tech environments.

SportzLab Gaming

Where sports meets digital culture.
A dedicated gaming lab and studio producing original sports-based games, simulators, virtual leagues, and immersive content, extending engagement far beyond the physical venue.

SportzLab Mobile

A plug-and-play, transportable version of the SportzLab experience. Designed for rapid deployment, events, and pop-ups—bringing sportainment to any location while driving brand visibility and scalability.